As customer experience leaders it is easy to get caught up in data, facts, and figures and forget to tell a story that connects with people at an emotional level and prompts the desired impact. A story is a richer representation of what's going on with our customers. It may include a presentation to a group of people, but may also include informal conversations, meetings with individuals, and follow up discussions. It is less about the format (PowerPoint) and more about the message. It may include data, but only if it helps tell the story.